Idaho potatoes and social media go together as naturally as mashed potatoes and gravy, according to Jeweldean Hull, managing director of the Idaho Potato Commission. Facebook and Instagram are IPC’s top social media channels, but the commission continues to add more content daily to YouTube, TikTok, and Pinterest, said Hull.

As the top volume driver in the produce aisle, potatoes are a proven powerhouse. So why do so many retailers hide their spuds away in the back of the department?

It’s a missed opportunity for growth, said Ross Johnson, vice president of retail and international for the Idaho Potato Commission

Patrick Mills jumped into action last January as retail promotion director-West/Canada for the Idaho Potato Commission, eager to share his 37 years of retail produce experience with stores throughout the region. A year later, the industry veteran said he loves being able to focus in on one of the most rewarding parts of his job: building relationships.

Bigger is better for Idaho potato supplies this year, with plenty of anticipated availability for larger-sized spuds from the 2024 growing season.

“The harvest conditions in 2024 were probably the best I’ve ever seen,” said Travis Blacker, vice president of industry relations and research for Idaho Potato Commission. “The weather was just fantastic — warm and sunny. Even with a frost that hit all around the state on Father’s Day weekend, the growing season was also very good.”

After coming up through the ranks of the supermarket business, the newest member of the Idaho Potato Commission’s retail promotion team is already forging a kinship with his customers.

Wada Farms is a prime example of what can be accomplished through hard work and tireless dedication. Originally established in 1943, the company was founded by Frank Wada who immigrated to the United States from Japan in 1922.

“The first generation of Wadas started farming in San Clemente, CA,” said Eric Beck, director of marketing. “During their time there, Frank and his wife, Agnes, developed a passion for growing premium quality produce. Following the outbreak of WWII, they moved inland to avoid internment when Japanese Americans were forced to relocated from the West Coast.”